Why CEOs should invest in building their LinkedIn presence
Most organizations understand social media’s value as a distribution channel — a place to promote blog posts, press releases, and product launches. While this is how organizations leverage social media, it shouldn’t be the only way they leverage it. Leaders, especially CEOs, should invest time and energy in growing their personal brands and amplifying their voices on platforms like LinkedIn to drive greater awareness and visibility for their organizations.
The CEO’s Unique Position
As the leader of an organization, a CEO shoulders the crucial task of setting the vision, mission, and tone for the company’s culture. These elements are typically shared internally via town halls, manifestos, and company memos. But they need to be shared externally too. When CEOs share these messages beyond their organization’s walls, something powerful happens: external partners begin to buy into the brand’s story. It humanizes the organization by putting a face — arguably THE face — behind the company’s decisions and vision.
Brand Evangelism: More Than Just Another Marketing Role
There are only about 2,200 Chief Evangelist Officers in the US, making it both a niche and typically expensive role. Yet the need for brand evangelism remains critical. CEOs are naturally positioned to fill this gap as their organization’s most effective evangelists. Think about it: who else has such a firm grasp on where the organization is headed? Who else understands so deeply how to build a culture that supports that vision and the people who make it a reality?
I’ve seen CEOs masterfully evangelize their vision internally during town halls and team meetings. But often, they stop there. That same passion, that same authentic message needs to reach beyond office walls. Your brand deserves to have it shared externally too.
Building Reputation Through Genuine Engagement
Reputations are built through the alignment of actions and words, creating a narrative that is both communicated and lived. However, reputation is ultimately determined by third-party perception, which cannot develop in isolation. Leaders must actively engage their communities to build reputation — yet this is where I see many leaders hesitate. They know they need to engage their communities to build thought leadership, showcase their approach to business, demonstrate value, and share their vision, but they often hold back, waiting for the perfect moment or message that never comes. The truth is, building reputation happens through consistent, authentic engagement, not perfectly crafted occasional statements.
The Employee Advocacy Challenge
I can’t count how many times I’ve sat in meetings where C-level executives and VPs insisted that the marketing team needed to get employees posting and sharing content on LinkedIn. With a few, rare exceptions these same leaders barely shared content themselves, let alone offered unique perspectives.
Let’s be real — we can’t expect employees to become brand advocates if their leaders aren’t leading by example. It’s like asking someone to jump into a pool while you’re standing dry on the deck. Leaders need to take the plunge first.
Working With Your Marketing Team
Now, you might be thinking, “Isn’t this what we have a marketing team for?” Yes and no. While marketing teams are crucial, CEOs bring something unique to the table. They have connections and networks that their head of marketing likely doesn’t, they’re privy to conversations and insights that others in their organization might never hear, and that’s exactly why they need to be present and active on social media.
Of course, this doesn’t mean going rogue. CEOs should work with their marketing teams to align messages and avoid accidentally spilling company secrets or diluting other initiatives. It’s best viewed as a partnership — marketing provides the framework, and the CEO provides the authentic leadership voice that no one else can.
Getting Started
Building a LinkedIn presence takes time and effort, but it doesn’t have to be overwhelming. CEOs can start by dedicating a few hours each week to developing their unique points of view on industry matters. They should share what they genuinely appreciate about their organization’s culture — not the polished handbook version, but the real moments that make them proud to lead.
Leaders shouldn’t be afraid to engage with others’ content. Comment thoughtfully, share perspectives that resonate, and yes, even disagree sometimes. Having opinions might feel scary — criticism is always possible. But it’s through these authentic exchanges that leaders showcase their expertise and vision.
A CEO’s voice matters. Their perspective is unique. And their organization needs both to shine in today’s connected world.
